Comparative Analysis of Behavioral Theories in Economics: Shedding Light on the Determinants of Human Behavior

Abstract

Understanding human behavior is complex, with many fields drawing upon psychological and social theories such as marketing or finance. Several social cognitive theories aim to explain the motivations behind human actions. It is in this context that this article attempts to contribute to clarifying the nuances and complementarities that exist between these theories through a comparative review of four major behavioral theories in economics : the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Innovation Diffusion Theory (IDT). Our methodological approach relies on a systemic analysis of the commonalities and differences between these theories, leading to a synthesis based on seven aspects : objectives, level of analysis, key determinants, type of behavior studied, theoretical foundations, contributions, and limitations of each theory. The goal is to critically evaluate the strengths and limitations of each theory to guide researchers in choosing the most appropriate one according to their research context. After a detailed presentation of each theory, their points of similarity and divergence, a summary table will be drawn up to compare these theories based on certain criteria. Finally, recommendations are provided regarding their appropriate use in behavioral research. This systematic comparative examination aims to help researchers make informed choices when adopting theoretical frameworks to uncover the determinants of human behaviors.

 Keywords: Behavioral theories; Behavior prediction; Attitudes; intentions.

Classification JEL : M41

Paper type: Theoretical Research